The concept for the campaign references the infamous moment during Dallas's 1986 season when the character Bobby Ewing (Patrick Duffy) was found alive and well in a shower despite being killed off the previous year.

The episodes in which he was dead were explained as being dreamt by his wife Pam (Victoria Principal).

Duffy is joined by original cast members Larry Hagman (JR Ewing) and Linda Gray (Sue Ellen Ewing) in the upcoming series of Dallas, which counts Jesse Metcalfe, Josh Henderson, Jordana Brewster, Julie Gonzalo and Brenda Strong among the newcomers.